Ford Corporate Level Strategy

Assignment 3: Business-Level and Corporate-Level Strategies Page | 7

Assignment 3: Business-Level and Corporate-Level Strategies
Jason Tunnicliff
BUS499 Business Administration Capstone
Dr. Wanda Tillman
February 6, 2018

The Ford corporation business-level and corporate-level strategies have changed dramatically under the new CEO Alan Mulally. While Ford is the 5th most significant auto marker in the world, they have struggled in the global market. The goal of the new business plan was to be able to compete with two powerhouses of the auto market. Since GM and Toyota where the “two 800-pound gorillas (Eisenstein, P. A. 2011, June 15).” of the industry it would be a huge goal. The goal

For example, the Transit Connect van which was their compact van line was brought from Turkey and sold globally. In 2010 the auto giant introduced the world to the Fiesta a subcompact model. The following suit the next year 2011 Ford replaced the North American model with the European-derived model for the Focus, Where previously there where two models of the same car for two different markets while Ford made these moves their where models that were not included in the globalization of the Ford brand. For example, the Figo which is on the Fiesta chassis but simplified to keep it affordable for the market of India. Another model that was not included was the popular F-150 truck and Lincoln lines that would be left for the North American markets only. Also, the bringing over other models from a more localized market to the global market Ford also moved into a share of the engine and transmission technology. The Ecoboost engines are now finding homes in several models in North America and Europe (Bradley, J.

For example, Michael Seneski, the former chief financial officer that was in charge during the brutal downturn for the auto industry left and was able to secure funding to get the company though that rough time. He has taken a position alongside former investment banker to change the 112 business model to what it is now. The new title is director of corporate strategy. This so according to Ford chairman Bill Ford Jr. “going to have to migrate to new business models, which will be much more like a transportation service.” The move comes as senior leadership is trying to respond the new business areas. The start of Uber technologies, Telsa Motors Inc., the threats of Google Inc. and Apple Inc. and their car sharing services means Ford needs to be in that market and form those partnerships early. Right now found is experimenting with “personal mobility” plans such as self-driving cars, a system that helps drivers find empty parking places, and an India trying an idea where a vehicle has multiple owners (Rogers, C. 2015, November